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长期以来,我国体育场馆主要采取边际成本定价法、目标效益定价法和需求导向试错法这三种定价方式。根据微观经济学分析,单一定价策略不仅会造成场馆资源的浪费,导致诸多体育场馆入不敷出,而且会影响体育消费者的体育需求,损坏正常的社会福利。本研究根据前期成果提出的大数据技术对体育场馆余裕时间的利用,运用数理统计和概率论对体育场馆的定价策略重新做了一番探讨。结果表明:1)研究认为利用多阶段动态博弈等方法制定出的动态价格策略不仅可以在降低场馆运营压力的情况下增加场馆利润,而且可以通过价格调整有效保证消费人数总量的增加和平稳,从而提高场馆的社会和经济效用函数;2)通过对杭州某某大学游泳馆的实证分析,根据消费人数制定的动态价格机制可以使一部分价格敏感人群改变锻炼时间,从而提高场馆余裕时间的利用率。研究建议杭州某某大学游泳馆λ的取值范围最好是在1.21和2.78之间,此时游泳馆的经济效用函数Ua比重较大,且游泳爱好者不但不会感到拥挤,而且能享受到周边良好的运动氛围。
For a long time, the sports venues in China mainly adopt the three pricing methods of marginal cost pricing, target efficiency pricing and demand-oriented trial and error. According to microeconomic analysis, a single pricing strategy will not only result in the waste of venues resources, resulting in many stadiums make ends meet, but also affect the sporting needs of sports consumers and damage normal social welfare. Based on the big data technology put forward in the previous work, this study makes use of the spare time of sports venues and makes some researches on the pricing tactics of stadiums using mathematical statistics and probability theory. The results show that: 1) The study shows that the dynamic price strategy formulated by multi-stage dynamic game can not only increase the profit of venues while reducing the operating pressure of venues, but also can effectively ensure the increase and smoothness of the total number of consumers through price adjustment, So as to improve the social and economic function of venues; 2) Through the empirical analysis of the swimming pool in a certain university in Hangzhou, based on the dynamic pricing mechanism established by the number of consumers, part of the price-sensitive population can change exercise time so as to improve the utilization rate of spare time . The research suggests that the value range of the swimming pool λ of Hangzhou XXou University is preferably between 1.21 and 2.78. At this time, the swimming pool’s economic utility function Ua is relatively large, and the swimming enthusiasts will not only feel crowded but also enjoy Surrounding a good sports atmosphere.